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Heineken® Silver Aims To Drive On-Trade Footfall With Major Free Pint Giveaway

HEINEKEN UK is giving thousands of consumers the opportunity to try a free pint of recently launched premium light lager, Heineken® Silver, in their local pub this spring.

This free pint activity is available to all Heineken® Silver draught stockists in England, with sign up here from now until 14th April. Outlets will receive weekly refunds at full retail price on all redeemed free pints. Consumers will be made aware of the activity via an £85,000 social media campaign, from which they can download a digital voucher to be redeemed in participating pubs, meaning minimal staff input is required. Building on the success from last year’s Heineken® Silver giveaway, the brand is doubling the investment and support for operators with 80,000 pints available to redeem throughout May.

“Following a successful launch year, Heineken® Silver is now sold in over 3,500 pubs and bars around the UK and is recognised in the top five launches of the decade across beers, wines and spirits[1]. To support stockists, we are encouraging drinkers to try the brand by offering them a free pint in their local. With its premium credentials, Heineken® Silver offers consumers a trade-up option from other light lagers, earning outlets an additional £6.1K revenue per year on average[2]” - Matt Saltzstein, HEINEKEN UK Beer Brand Unit Director.

The Heineken® Beer Report 2022 shows that younger drinkers are seeking out lighter-tasting, sessionable options[3]. Heineken® Silver is recruiting new and younger drinkers into beer, with 72% of penetration incremental to the brand[4]. The campaign will encourage these drinkers to visit the pub and try something new – and with 76% saying they would purchase Heineken® Silver[5] again, this will drive spend into the light lager category.

After a year in market, Heineken® Silver is successfully adding value to the beer category, delivering 40% incremental spend[6] and driving 85% of light lager value growth[7]. The Brotherhood, a sports bar based in Leeds and Manchester has seen Heineken® Silver boost sales for their business, saying: “This has been a great addition to our selection, as it appeals to all areas of the market with it being lighter and, with it being Heineken®, our guests know it will be a quality product. We pride ourselves on being able to offer something for everyone and Heineken® Silver fits in perfectly and bridges that gap between too light, with no real flavour, or too heavy that you can only manage one. It’s a winner for us!”

Sign up online by 14th April to take part in the free pint giveaway.

[1] CGA OPMS Data from 19.05.2007, value sales [2] RSP Draught Light Lager & Draught Heineken Silver. Vol RoS of Draught Light Lager. 28.01.23 [3] KAM Media Beer Drinking Habits January 2022 [4] Kantar Purchase Panel | 52 w/e 22 Jan 2023 [5] Kantar CMI CV Testing 2021 [6] Kantar Purchase Panel. 52 w/e 25 Dec 2022. Total Beer [7] CGA Value, 12.23


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